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Net Promoter Score

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The Net Promoter Score® (NPS)

The NPS is a quick way to look at and segment your stakeholder groups. The question asked was, “on a scale of 1 to 10, how likely are you to recommend the school to friends and colleagues?” We labeled only the extremes – 1 is not likely and 10 is very likely. Note that we are happy to discuss the selected methodology of only labeling the extremes and of the 10-point scale choice. The NPS is calculated by subtracting the percentage of “detractors,” those who select 1-6 to answer the question, from the percentage of “promoters,” those who select 9 or 10 to answer the question.

 Group
NPS
Promoter
Passive  Detractor
 Parents  61 69.4%
17.7%
 8.8%
 Students  26  47.6%  30.7%  21.6%
 Faculty  72  77.9%  16.0%  6.0%
 Trustees  89  89.7%  6.6%  1.1%
 Alumni  50  62.5%  24.0%  12.8%
 ALL**  53  65.4%  22.1%  12.5%
 

**ALL is calculated by giving equal voice to every respondent - since Student NPS is markedly lower than other groups, if your school did not give the student survey, then you should be cautious about comparing your ALL NPS to the benchmark listed above. It is a better choice to look at each of the stakeholder groups. 

Significant NPS within each Stakeholder group.

Parents

Category
  n
  NPS
 ALL PARENTS
   15,063
   61
 Division: Pre-School
  1,509    65
 Division: Lower
  3,997
   67
 Division: Middle
  3,420    59
 Division: Upper
  5,740    56
 Fam member is a graduate
  3,880
   64
 First Year at the school
  2,819
   67
 2nd-4th year at the school
  5,252
   65
 5th-9th year at the school
  3,525    59
 9 or more years at the school
  3,141
   52

Students

Category
  n
  NPS
 ALL STUDENTS
  7,957
   26
 First Year at the school
  978
   47
 2nd-4th year at the school
  2,654
   26
 5th-9th year at the school
  2,156
   28
 9 or more years at the school
  2,159
   16
 Grades 6-8
  2,906
   44
 Grades 9-10
  2,635
   20
 Grades 11-12
  2,935
   11

 

Faculty

Category
  n
  NPS
 ALL FACULTY
  3,200
  72
 Division: Pre-School
  324
  77
 Division: Lower
  792
  74
 Division: Middle
  634
  74
 Division: Upper
  690
  67
 All Administrators
  379
  80
 Faculty have children enrolled
  1,792
  79
 1st-4th year at the school
  1,216
  67
 5th-15th year at the school
  1,360
  73
 15 or more years at the school
  658
  77

 

Trustees

Category
  n
  NPS
 ALL TRUSTEES
  619
  89
 in 1st year of service
  121
  86
 1-3 years of service
  326
  87
 4-6 years of service
  164
  87
 more than 6 years of service
  145
  92

 

Alumni/ae

Category
  n
  NPS
 ALL ALUMNI/AE
  6,502
  50
 Graduated 1-4 years ago
  899
  33
 Graduated 5-10 years ago
  1,126
  49
 Graduated 11-20 years ago
  1,637
  51
 Graduated 21-30 years ago
  1,209
  56
 Graduated 31-40 years ago
  1,008
  59
 Graduated 41-50 years ago
  253
  42
 Graduated 50+ years ago
  325
  48

 

 

Articles and Research on NPS

Net Promoter. (n.d.). Retrieved from http://en.wikipedia.org/wiki/Net_Promoter

Reichheld, F. (2003, December 1). The one number you need to grow. Retrieved from https://hbr.org/2003/12/the-one-number-you-need-to-grow/ar/1

Reichheld, F., & Markey, R. (2011). The ultimate question 2.0: How net promoter companies thrive in a customer-driven world ([Rev. and expanded ed.). Boston, Mass.: Harvard Business Press. 

Schneider, D., Berent, M., Thomas, R., & Krosnick, J. (2008, June 1). Measuring customer satisfaction and loyalty: Improving the 'net-promoter' score. Retrieved from http://www.van-haaften.nl/images/documents/pdf/Measuring customer satisfaction and loyalty.pdf

 


A note on sample in the benchmarks. The sample group used were respondents who took the survey from Spring 2013 - Fall 2014. This group contains 33,341 unique responses from the following stakeholder groups: Parents (15,063), Students (7,957), Faculty (3,200), Trustees (619), Alumni (6,502). There is a high degree of confidence that this sample group is representative of of the independent school community.


Understanding your Data

(Click the title for more details) 

The Net Promoter Score: Description of what the NPS is, the current means of stakeholders, discussion of appropriate uses

Top 10 and Bottom 10: A consideration of the upper and lower thirds of indicators across stakeholders

Measures of Congruency: Congruency is the match between expectations and perceived reality

Further Questions to Ask: Techniques on Focus groups

Benchmark Reports: Full reports available by stakeholder group according to various benchmarks

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PLEASE feel free to contact us with any questions at any time.  We even like suggestions about new surveys to develop. surveys@sais.org

 

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